TY  - JOUR
AB  - Purpose– The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co‐branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this brand relates to individual destinations through brand architecture.Design/methodology/approach– Branding is a deliberate process applied to the shaping of a nation's image and reputation on the global stage, in the heightened global competition for ascendancy. The paper reviews selected literature of national identity and nation branding to identify models, techniques and prior research that informs nation branding. This paper examines national branding and nation building from the perspective of international tourism promotion and development.Findings– The formation of the Chinese national identity is the result of a complicated historical progression, as well as current national aspirations, and the process of globalization and the introduction of the market system. Branding the nation in the globalised world is a strategy or tool in the competition for attention and wealth, as well as a tool of self‐affirmation. Nation brands are more complex to develop and less tangible than corporate brands.Originality/value– The paper identifies that value of examining nation branding as a form of co‐branding, with the related concepts of perceived fit, brand architecture as well as existing techniques.
VL  - 5
IS  - 3
SN  - 1750-6182
DO  - 10.1108/17506181111156925
UR  - https://doi.org/10.1108/17506181111156925
AU  - Scott Noel
AU  - Suwaree Ashton Ann
AU  - Ding Peiyi
AU  - Xu Honggang
PY  - 2011
Y1  - 2011/01/01
TI  - Tourism branding and nation building in China
T2  - International Journal of Culture, Tourism and Hospitality Research
PB  - Emerald Group Publishing Limited
SP  - 227
EP  - 234
Y2  - 2024/04/19
ER  -